This book explores the ways media industries function, how media professionals manage their careers, how media industries engage with creativity and innovation, and how to make sense of this in ways to empower aspiring professionals (as well as those who want to research media management and production).

While students who want to enter a media industry may understand the impact the industry has on audiences and politics (as these are the dominant areas of mass communications research and courses offered), these students generally are not empowered to understand how and why the industry works as it does, nor how contemporary worldwide societal shifts and trends – such as globalization, digitalization, convergence, and individualization – affect the everyday managerial and creative practices in the industry. Mark Deuze addresses and answers these issues and needs.

Preface

Mark Deuze

Managing Media Work

SECTION I: MANAGEMENT AND THE CREATIVE INDUSTRIES

Bozena Mierzejewska

Media Management Theory and Practice

Chris Bilton

The Management of the Creative Industries: from Content to Context

Lucy Küng

Managing Strategy and Maximizing Innovation in Media Organizations

SECTION II: MEDIA WORK, POLICY AND ECONOMICS

Terry Flew

New Media Policies

Philip Napoli

Global Deregulation and Media Corporations

Toby Miller

The International Division of Cultural Labor

SECTION III: MEDIA PROFESSIONS

Jane Singer

Journalism in a Network

Mark Deuze and Leopoldina Fortunati

Atypical Newswork, Atypical Media Management

Pablo Boczkowski

On the Wisdom of Ignorance: Knowledge and the Management of Contemporary News Organizations

Tim Marjoribanks

Understanding Multinational Media Management

Keith Randle

The Organization of Film and Television Production

Alisa Perren

Producing Filmed Entertainment

Charles Davis

New Firms in the Screen-based Media Industry: Startups, Self-employment, and Standing Reserve

Susan Christopherson

Connecting the Dots: Structure, Strategy and Subjectivity in Entertainment Media

Liz McFall

Advertising: Structure, Agency or Agencement?

Sean Nixon

From Full-Service Agency to 3-D Marketing Consultants: ‘Creativity’ and Organizational Change in Advertising

Chris Hackley and Amy Rungpaka Tiwsakul

Advertising Management and Professional Identity in the Digital Age

Marina Vujnovic and Dean Kruckeberg

Managing Global Public Relations in the New Media Environment

Aphra Kerr

The Culture of Gamework

Eric Harvey

Same as the Old Boss? Changes, Continuities, and Careers in the Digital Music Era

Rosalind Gill

"Life is a pitch": Managing the Self in New Media Work

SECTION IV: FUTURE PERSPECTIVES

Annet Aris

Managing Media Companies through the Digital Transition

Geert Lovink and Ned Rossiter

Notes on Organized Networks: Urgent Aphorisms for the Connected Multitides

“For years, media scholars have all but ignored those who manage and work in the cultural industries. This collection takes a major step toward overcoming this shortcoming by bringing together an impressive and diverse group of international scholars to expand what we know about the creative industries. Deuze has done us a great service by putting together this touchstone volume.”

Catherine McKercher & Vincent Mosco

authors of Knowledge Workers in the Information Society and The Laboring of Communication.

"Managing Media Work is a bold and original volume that shows how talent, passion, and personality play out in the media business, shaping not only individual careers but also the fate of entire corporations. With authors from business schools, communications, and cultural studies, it will appeal to anyone hoping to enter the creative industries, and to everyone who studies them."

Eric Klinenberg

Professor of Sociology at New York University

"This rich, varied, informative and bang-up-to-date collection will be a terrific resource for students, teachers and researchers. The editor has done a great job in bringing together a set of leading figures who wouldn't normally be found in the same pages."

David Hesmondhalgh

author of The Cultural Industries

Will be using Chapters 16 through 19 as reading material in our course.

There are some useful chapters in this collection on the theme of work and working practices in the media industries. Particularly recommended is Rosalind Gill's contribution on management of the the self.

Impressive, conceptually rich --integrating media management and creative industries. Recommended for students, researchers and professionals interested in innovation in the media and all creative industries.

The text breaks up the industry into specific mediums so that a developing undergraduate/trainne journalist can further develop their skills with an understanding of the demands of an industry. An understanding of the theoretical and vocational aspects of practice are vital to any undergraduate in journalism/media studies and this text brings together the historical with the economics and individualisation of the different areas of the industry. Each individual section is broken down into bite size areas that any student will be able to use to mange their work within university and in the media.